Abstract
Momo, the most popular geosocial networking app in China, is used as a common platform to seek casual sex. The present study, which is based on the social constructionist view of gender, examines how the endorsement of masculinity among heterosexual male Momo users is associated with the number of casual sex partners they meet on the app. The study also explores the mediating role of the sex motive for using Momo. Analyses of survey data from 125 heterosexual male Momo users showed that the endorsement of masculinity had an indirect positive relationship with the number of sex partners mediated by the sex motive; at the same time, it had a direct but negative association with the number of sex partners. These paradoxical associations were explained by different patterns across the individual dimensions of masculinity ideology. Specifically, the dimension of the Importance of Sex was responsible for the positive indirect association whereas the dimension of Avoidance of Femininity was responsible for the negative direct association. These findings are discussed in relation to the wen-wu dyad of Chinese masculinity. Because unsafe sex has been found to be associated with the use of geosocial networking apps, my study also calls for integrating the concept of practicing safer sex with the cultural ideal of masculinity.
Published Version
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